TBWA defeats M&C to win pounds 20m Unicef task

Unicef has handed TBWA GGT Simons Palmer the task of launching its high-profile children’s rights campaign after a pitch against M&C Saatchi in New York last week.

Unicef has handed TBWA GGT Simons Palmer the task of launching its

high-profile children’s rights campaign after a pitch against M&C

Saatchi in New York last week.



The wide-ranging project aims to push children’s rights to the top of

the international agenda ahead of a UN Special Assembly on the issue

next year. The agency will be paid fees equivalent to around pounds 20

million in billings.



Bates UK, D’Arcy, Leo Burnett and BMP DDB were dropped from the

shortlist after an earlier round.



The UN’s declaration of the rights of the child in 1989 called for a

plan of action to ensure better protection for children worldwide.



Unicef, itself a division of the UN, has since reported advances in the

battle against global child poverty and the push for education but faces

growing problems in the spread of the AIDS epidemic and the involvement

of children in wars. The 2001 Special Assembly is intended to

re-establish international commitment to the children’s rights

declaration.



TBWA’s initial task will involve developing a brand strategy for the

global initiative that could unite support from other activist groups

such as Oxfam and Amnesty International.



The agency will then work with PR companies and lobbying groups to

develop an international campaign. ’It’s an extraordinary project and we

are very proud to have been chosen,’ TBWA’s chief operating officer,

Neil Christie, said. ’We have to do this now, because today’s children

are the society of tomorrow.’



Unicef’s decision to con- centrate its search in London rather than New

York was thought to reflect the international nature of the project.



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